Stop Listening to the Customer: Try Hearing Your Brand Instead

  • 5h 53m 35s
  • Adam Ferrier
  • Gildan Media
  • 2020

If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business - listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world.

The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead, try redressing the balance and be brand-led, where brands and businesses can truly become unique, interesting, and highly profitable.

Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples, and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritize their brand, and reveals the brand-building secrets of their success.

In this Audiobook

  • Chapter 1 - Stop the Consumer Obsession
  • Chapter 2 - Consumers Lie
  • Chapter 3 - Listening to the Consumer Eliminates Value
  • Chapter 4 - Listening to the Consumer Makes Your Business Homogeneous
  • Chapter 5 - They Who Hear Their Brand
  • Chapter 6 - Create the Category
  • Chapter 7 - Define the Brand
  • Chapter 8 - Gonzo Marketing 1: Fire the CEO
  • Chapter 9 - Gonzo Marketing 2: Put the Customer Second
  • Chapter 10 - Embracing the Negative
  • Chapter 11 - Creating Weakness
  • Chapter 12 - Ask What Your Consumer Can Do for You
  • Chapter 13 - The Closing Argument